7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

This study explores how smartphone apps influence users' decisions about entering UK bathing waters, focusing on the Safer Seas and Rivers Service (SSRS) app, which provides real-time water quality information. The research examines digital tools and information users rely on by analysing interview transcripts. By using social marketing and the transtheoretical model to analyse the data, the factors influencing behaviour can be considered for future app changes.